Joel Warady

TPMA Outlook: Do Shoppers Plan Their Impulse Buys?

March 2, 2010

FROM RETAILWIRE:
Do shoppers plan their impulse buys? Maybe not, but they do in many cases budget for them, according to a new research study that will be published in the Journal of Consumer Research this summer. Are shopper marketing and other in-store programs adequately set up to appeal to consumers who make 'planned' impulse buys?      [more...]

Retailing is theater. Impulse buys will increase if the performance within the store is stellar, the stories being told are compelling, and emotion-drive and execution is on target. If retailers get this (some do; Apple, Trader Joes, Costco) they will have huge success at driving impulse sales.